Selling is not a hard job. But it is also not simple. A marketing expert can solve a sales problem in minutes. There are other problems that take years to figure out.
Becoming a pioneer in business is not an admirable thing from a marketing perspective. That is because the business gets to bear all the failures of trying something for the first time.
Gary Halbert said, “You want to be selling a better version of something that is already selling”.
The first problem of marketing is what you are selling. Many fail in sales not because they cannot properly articulate their offer. Rather, they fail because they are not selling the right thing. Think about that for a second.
What is the one word that gives sales a massive surge? Before I mention it, you need to understand that it is not about the word but about the concept. In marketing, there is a saying:
It is not about the thing, rather it is about the thing that sells the thing
The word is “ONLY”. What can you boast that your product or service is the ONLY? Separating what you do from what everybody else does is an important element in marketing.
And like I said, this is not about claiming your stuff is the ONLY of something when everybody knows that it is not. Instead, it must be a fact verifiable by anybody. If you want to experience business success like no other, you need to be the only one at something.
Then, you use this again and again in your marketing. Let people know that your business is their only option for a very specific need. Find out what you do that no one else does (and that is very hard for someone else to copy).
Take a look at these two examples:
The best restaurant in downtown Los Angeles
The only Mexican restaurant in downtown Los Angeles that operates 24-7
Which one do you think people will remember more easily? Think about using the word “ONLY” in your marketing. First, become it, then say it.
P.S. My first book should be out by the time you are reading this. But I’ll talk about it next week